SINGLETON UNVEILS LATEST ADDITION TO ITS GB PORTFOLIO;
THE SINGLETON MALT MASTER’S SELECTION
Diageo Reserve has announced the launch of The Singleton Malt Master’s Selection, a smooth, easy drinking malt Scotch whisky.
The Singleton Malt Master’s Selection offers a more delicate, slightly sweeter take on the classic Speyside style used in The Singleton of Dufftown 12 year old, with a greater proportion of refill wood allowing the sweet, yet refined distillery character to shine through. A perfect introduction for those who are new to Single Malts, as well as a treat for those well-versed in the category.
To celebrate the launch of The Singleton Malt Master’s Selection, the whole core range has been refreshed including the 12, 15 and 18 year old. The distinctive packaging, which takes its inspiration from a 19th century hip flask blown from blue glass, includes the batch number, Master Blenders signature and tasting notes to help consumers navigate the single malts category, while the traditional cues provide reassurance and confidence of choice.
Founded in the 19th century and delivering over 120 years of distilling experience, The Dufftown Distillery is located in the heart of the Speyside region of Scotch whisky production. Singleton’s Malt Master Craig Wilson personally selects casks from the whisky library to achieve a perfect balance between delicate flavours and exceptional smoothness, with notes of fresh fruit, honey and vanilla that captures the essence of Speyside in a bottle. Matured in a mixture of three distinct cask types; Refill, Sherry and Bourbon, the result is a delightful balance between delicate flavours and exceptional smoothness.
Nick Temperley, Head of Diageo Reserve GB commented:
The Singleton Malt Master’s Selection is an exciting new addition to the Singleton range. Consumers are becoming more knowledgeable, they’re looking for new liquids to try and are genuinely interested in craftsmanship. And the trade are itching to experiment with new liquids. The Singleton Malt Master’s Selection with its sweeter notes and delicate flavour will appeal to those new to the category whilst still complementing the collection – sitting well with our existing fans and loyal whisky drinkers.
We’ve seen the premium malt whisky category grow by 9.9% in volume and 6.5% in value and I predict it’s going to be a good year for malts. The rebrand of the 12, 15 and 18 year old will also create a strong standout for the collection on-shelf and we are excited that we’ve been able to develop a look and feel for the packaging that is just as good as the liquids inside. I’m confident the new selection will do well and we look forward to hearing the feedback from the trade.
The Singleton of Dufftown Malt Master’s Selection is bottled at an ABV of 40% and will be available on and off-trade from May 2018 RRP of £30.